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2012 State of Inbound Marketing
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2012 State of Inbound Marketing

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  • 1. THE2012State ofInboundMarketing Blogging Social media#SOIM
  • 2. MIKE VOLPE MELISSA MILLERHubSpot Chief Marketing Officer Inbound Marketing Manager@mvolpe @mcdmiller#SOIM
  • 3. State of Inbound Study• Survey conducted in Jan 2012• 972 marketing professionals
  • 4. SEO Blogging Social Media VS. EmailTelemarketing Direct Mail Trade shows 4
  • 5. Agenda 1 Marketing costs & budgets 2 Lead quality & sales 3 What’s important to marketers?
  • 6. 1 Costs & 2012 Budgets
  • 7. How much is your averageCOST PER LEAD?
  • 8. Inbound Consistently Yields Lower Cost Leads
  • 9. Blogs cited as least expensive
  • 10. Trade shows ranked as most expensive
  • 11. The worst thing we did in marketing last year was attend several trade shows and events with low yield and ROI.Marketing ProfessionalProfessional Services/Consulting26 to 50 Employees
  • 12. Direct mail is very expensive and ineffective for new leads.Marketing ProfessionalHardware Technology11 to 25 Employees
  • 13. 89% are maintaining or increasing theirinbound budgets
  • 14. Increases Driven by Past Success;Decreases Driven by the Economy
  • 15. Budgets Shift to Inbound
  • 16. Budget Growth within Inbound
  • 17. Outbound Budgets Remain Stagnant
  • 18. SMALL V. BIGBUSINESSES
  • 19. Small Businesses Level the Playing Field
  • 20. 2 Lead Quality & Sales
  • 21. Inbound converts leads into customers Data pulled from analytics tracking of a sample of over 1,000 HubSpot customers.
  • 22. Social Media & Blogs Generate RealCustomers
  • 23. The best things we’ve done to drive leads and sales this past year is embrace social media, establish a blog, and convince ownership to accept inbound marketing strategy.Marketing ProfessionalManufacturing Industry201 to 500 Employees
  • 24. Blog Frequency and Customer Acquisition
  • 25. 70% of Businesses Blog At Least Weekly
  • 26. Facebook Is More Effective for B2C; LinkedIn Is forB2B
  • 27. LinkedIn is the best social media channel by far for us as we are in B2B… Facebook is not getting much traction.Marketing ProfessionalHardware Technology11 to 25 Employees
  • 28. 3 What’s important to marketers?
  • 29. Which sources ofleads have becomeMORE important toyou over the lastsix months?
  • 30. Social Media & SEO Growing in Importance
  • 31. Direct Mail Declining in Importance
  • 32. This past year we spent a few hundred dollars on a door- hanger marketing piece and got no response—at all.Business OwnerProfessional Services/Consulting1 to 5 Employees
  • 33. 25% indicated their company blog is CRITICAL
  • 34. 81% rated their blog as USEFUL OR BETTER
  • 35. Company Blogs are Increasingly Valued
  • 36. THANKMIKE VOLPEHubSpot Chief Marketing Officer@mvolpe YOU.www.linkedin.com/in/mikevolpeMELISSA MILLERInbound Marketing Manager@mcdmillerwww.linkedin.com/in/mdibellamiller
  • 37. 3 2000 7 50+ 6 15 0 days inbound learning breakout inspiring small reasons marketing tracks sessions keynotes group not to professionals workshops GO! REGISTER TODAY! http://inbound2012.eventbrite.com/www.InboundConference.com
  • 38. Q&AReceive a complimentary marketingassessment from HubSpot: WWW.HUBSPOT.COM/IMA